THE COMPANY: Edgenet
THE ROLE: Senior Vice President of Marketing
Edgenet is the hardlines industry standard for guided selling and product data linking retailers, manufacturers, and consumers with rich product content and compelling sales technology to optimize in-store, online, and in-home selling. Every day, the world’s largest search engines, Fortune 50 retailers, and key manufacturers turn to Edgenet’s cloud-based technology and experienced people for better sales, better data and better branding.
Kraig Haberer served as Senior Vice President of Marketing during Edgenet’s transition from a niche configuration software vendor to a guided selling and product data provider in the entire consumer products market. He was the senior marketing executive responsible for the marketing strategy and operations of Edgenet including: market and product strategy, brand development and awareness, lead generation, sales enablement, and market development.
Leveraging its evolution from a niche configuration vendor for the building products industry, Edgenet acquired complementary data solutions to position itself as the guided selling and product data subscription solution for the hardlines and CPG industries. This opened up the addressable market opportunity ten-fold and the business added more than 5,000 subscription customers via strong market positioning, efficient lead generation, online customer onboarding, and an effective public relations campaign.
Working in tandem with the entire go-to-market organization, he helped this high growth business achieve the following results:
- Collaborated cross-functionally to double the company’s annual revenue between fiscal years 2005 and 2008
- Increased the customer count by 2500%, adding 5,000+ customers
- Developed a new market in the online media space by securing a business relationship with Better Homes and Gardens
- Boosted the market awareness, brand recognition, and market perception of Edgenet with prospects, analysts, and customers, including meaningful coverage with: Retailing Today, AMR Research, Home Channel News, and Microsoft